Now Men Can Be Pretty Too -- Birchbox Launches Monthly Grooming And Lifestyle Boxes For Men

Today Birchbox is launching Birchbox Man. Men can
order $20 monthly boxes of gadgets, grooming and lifestyle
products to their doorsteps. The first boxes will be shipped in a
few weeks.

Birchbox is a subscription
e-commerce and discovery site. Launched in 2010, it sends monthly
boxes of makeup to more than 100,000 users.

"There aren't as many places for men to go and learn about
products," Birchbox co-founder Katia Beauchamp says. "Men might
not be willing to talk about the best exfoliator they use and we
want to make Birchbox a place where they're comfortable."

Birchbox has hired a men's editor and a male task force to launch
the new vertical. "We'll do this the same way we did the
product for women. We'll listen to what people expect, watch
their reactions and iterate quickly," says Beauchamp.

The men's product comes at a higher price point than Birchbox's
makeup product for women. Beauchamp says that's because
making a lifestyle box is more expensive. Gadgets are more
expensive to include too.

Beauchamp says thousands of men have signed up to see what
Birchbox is launching for them. The women's product has
been live for over a year; Birchbox parters with 200 brands and
has 60 employees.

When we asked what's next for Birchbox, Beauchamp replied, "We
won't be putting shoes in a box. But we are looking at other
verticals that make sense."

Here's are some of the products you can expect in the first
Birchbox Man package: